Emotional-buyersEmotions drive most of our decisions, and that includes what we purchase. Think about it – when you attend a trade show the smell of freshly baked cookies or popcorn will draw you into an exhibitor’s booth.

What is your company’s purpose in forming a connection with consumers that inspires trust, turns them into a lead, and might even spark a sale? The more brands can humanize their content, the more likely they are to incite an emotion that fosters a relationship between the consumer and brand.

Are you spotlighting your team in either your social media or email marketing campaigns? If you have an e-commerce site – how are you addressing abandoned shopping carts? An abandoned cart email is a gentle reminder, from a business to a customer, about the products added to a shopping cart and ‘abandoned’ there.

Why does this happen?

  • Better Price
  • Customer Distraction
  • Indecision

As business owners, we may not realize how poorly this affects our sales and business. Abandoned carts lead to billions of revenue being lost for online retailers every year.

All is not lost if you take action. Salesforce data shows that 60% of cart abandoners went back and purchased the products after receiving an abandoned shopping cart email. A personalized abandoned cart email reminder shows your potential customers what products they left in their cart and offers them another chance to complete their order.

Here’s one example of something to say in your campaign:

Hi (Customer First Name,)

We noticed you never checked out on (abandon date). Did you forget about your awesome items? We saved them for easy reference. Click here to open your cart. (Cart Link). Here’s a quick summary of your products (Products Cart)

If you have any questions, please feel free to email or call our customer service team.

A number of businesses also add a “How can we help make your experience better?” questionnaire to show their customers that their feedback matters. This is also a great way to know why the customer abandoned the shopping cart in the first place. If there are issues regarding a given product, the data gives you the information needed to make adjustments.

Create a positive emotion. Pull potential customers right back in with an abandoned email cart campaign and realize an increase in revenue instead of forgotten items left in an online shopping cart.

About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long-term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business.

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